Wallpaper Market Size, Share & Trends Analysis Report By Product (Vinyl, Nonwoven, Paper, Fabric), By End-Use (Residential, Commercial), By Region, And Segment Forecasts, 2024 - 2030

Wallpaper Market Size & Trends

The global wallpaper market size was valued at USD 1.80 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 4.4% from 2024 to 2030. The rising adoption of home renovation activities coupled with technological advancements in printing techniques for wallpapers has been significantly driving the demand for wallpaper. Furthermore, rising disposable income, a shift in consumer preferences, and increasing DIY projects involving the usage of wallpapers are expected to drive the demand in the coming years.

The COVID-19 pandemic negatively impacted the global industry. The key players witnessed supply chain discrepancies. COVID-19 has also resulted in a significant slowdown of the global economy and delayed supply chain activities. Widespread lockdown orders have spurred the demand for wallpaper among households. Several younger homeowners are spending more on home décor and remodeling activities. According to the statistics published by Klarna in May 2020, young homeowners utilized a major portion of their income on garden and home products during the lockdown. In the coming years, the global market is anticipated to showcase promising growth with the advent of new graphic design and new production capabilities.

Manufacturers in the wallpaper industry segregate the products based on residential and commercial usage, as both types require different types of paper, varying in thickness and weight. Wallpapers used for residential purposes are usually available in pre-pasted or un-pasted styles. On the other hand, commercial wallpapers have several types based on thickness and usage. These wallpapers are passed through several tests and measures as these are used in high-traffic areas.

Increasing demand for stain-resistant and eco-friendly wallpapers is creating a huge demand for wallpapers among consumers. Several manufacturers are testing the humidity levels to provide products and solutions to combat issues regarding bacterial growth. Additionally, in recent years companies like Sangetsu Corporation and York wallcoverings have launched several products which are stain and damage resistant.

Manufacturers are increasingly spending on marketing, sponsorships, and partnerships to widen their customer base. The direct-to-customer channel is highly profitable for brands that have consumer loyalty and have already invested in promotional activities to build a strong brand image and a loyal consumer base. Companies are also actively focusing on this sales strategy to increase brand loyalty among consumers. For instance, in January 2021, RoomMates Décor, a division of York Wallcoverings, a wallpaper manufacturer in North America, partnered with heritage design brand Waverly to debut a distinctively unique Peel and Stick Wallpaper program.

The market is highly competitive due to the presence of a high number of companies with a vast strong brand image, geographic presence, and wide distribution networks. As key players across the globe focus on expanding their geographical presence, mergers & acquisitions are expected to rise in the near future and contribute to the industry’s growth. For instance, in June 2020, Grandeco acquired Holden Décor Ltd as a part of the company’s global expansion and to extend the wall decoration product landscape to become a Pan-European market leader. Such initiatives are expected to enable companies to enter the untapped market and widen their consumer outreach while contributing to growth.

Market Concentration & Characteristics

Market players are expected to increase their focus on innovation with increasing R&D activities. The number of mergers & acquisitions in the market is expected to increase over the forecast period as companies are focusing on expanding their geographic reach.

Strategies such as mergers & acquisitions, partnership, and collaborating with other companies, designers, or celebrities, players can achieve new customers, distribution channels, and techniques, which would otherwise be difficult to access on their own. In March 2022, Graham & Brown Ltd partnered with British heritage brand Laura Ashley to launch a new line of wallpaper, which included 80 designs and several murals. The wallpapers featured “paste the wall” technology, making it easier for consumers to install it.

The wallpaper market is also subject to high regulatory scrutiny owing to the high demand and usage of the product. Regulations for wallpaper generally specified about safety standards, limits on volatile organic compound (VOC) emission from wallpaper. Also, compliance with standards related to sustainable sourcing of raw materials are to be included on the labeling requirements.

There are moderate number of direct product substitutes for wallpaper. Application of paint over the walls requires less tedious process thereby generating competition from the paint industry. However, wallpapers offers several advantages to homeowners who are looking for cheap and aesthetically pleasing wall décor.

The growing trend of home remodeling among the end-user is driving the product demand among consumers. High adoption rate of new products is observed among millennials, which is expected to benefit product consumption in the coming years. Understanding these demographics and their motivations is crucial for manufacturers and retailers to develop effective marketing strategies and target specific customer segments.

Product Insights

Vinyl-based wallpaper dominated the global market with a significant revenue share of around 37% in 2023. The growth of the product is also increasing due to its hassle-free cleaning nature and high-traffic spaces. Furthermore, the damaged vinyl-based wallpaper can be repaired easily. The demand for vinyl-based products is anticipated to rise in the coming years on account of their damage repair characteristics and ease of use. Its fire-resistant properties make it a desirable choice for high-traffic areas like schools and medical centers.

Non-woven wallpaper segment is expected to register a CAGR of 5.4% from 2024 to 2030. The growing trend for DIYs is one of the major factors boosting the demand for nonwoven wallpaper. This wallpaper can be directly pasted to the wall and can perfectly hide cracks in the wall. They are easy to remove subsequently offering smoothness and an aesthetic look to the wall. Consumers in the market prefer nonwoven wallpapers as they support digital printing and effectively avoid the problem of molding.

End-Use Insights

Commercial wallpaper dominated the global market with a significant revenue share of around 52% in 2023. Growing urbanization, coupled with the expansion of supermarkets and hypermarkets to further extend their reach to maximum consumers, is anticipated to drive product sales through offline end-user channels across the globe over the forecast period. Moreover, a rise in the number of high-traffic spaces like bars, clubs, and restaurants across the globe is the key factor driving the demand in the commercial segment.

Residential wallpaper segment is expected to expand at a growth of 4.7% during the forecast period. An increase in internet penetration among the middle-class population, coupled with the rising use of smartphones and similar devices, is the key factor driving the popularity of online channels in the global industry. Additionally, the rising trend of offering trendy and aesthetic appeal to the walls is expected to offer key players the opportunity to broaden their product portfolio.

Regional Insights

The North America wallpaper market dominated the global revenues in 2023 with a share of over 36%. Several home renovation projects undertaken by homeowners in the region are boosting the regional product demand. Also, according to Porch.com, more than 75% of homeowners in the U.S. have carried out at least one home improvement project since the start of the pandemic. Several consumers in the region are opting for wallpapers with bold prints and textures thereby driving the demand. The growing trend of home remodeling and home renovation is expected to contribute to the growth of the industry.

The Asia Pacific wallpaper market is anticipated to witness the highest CAGR of 5.6% from 2024 to 2030. Asia Pacific is witnessing considerable growth in the construction sector owing to the rising population and urbanization. The region has competing brands that are adopting different strategies to increase their presence in the country. For instance, in May 2021 Sangetsu announced an agreement with Sanderson Design Group Plc to become the exclusive licensee of Morris & Co. wallpapers in Taiwan, Singapore, Korea, and Japan.

India wallpaper market 

The wallpaper market in India is expected to grow at a CAGR of 7.0% during the forecast period. Driven by a significant consumer shift towards sustainable products, a large number of wallpaper manufacturers in the country are adopting specialized eco-friendly material. For instance, UDC Homes, a major player in India offers a range of plant based wallpapers under the collection known as “Nuance Collection”.

Key Companies & Market Share Insights

Some of the key operating companies in the market include Sangetsu Corporation, York Wall Coverings Inc., Brewster Wallpaper Corporation, F. Schumacher & Co., AS Creation Tapeten AG, Osborne & Little, and The Romo Group. Strategies such as collaborations, strategic expansions, product launches, and many other play a pivotal role in the wallpaper market, fostering innovation, expanding design horizons, and capitalizing on the unique strengths of diverse partners.

Recent Developments

• In July 2023, F. Schumacher & Co. established its new office in the historic Devlin building, situated at the heart of Manhattan's vibrant Soho neighborhood. This relocation mirrors the company's identity as a forward-thinking design hub fueled by innovation, housing renowned brands like Schumacher, Patterson Flynn, Backdrop, and Frederic magazine.

• In April 2023, the Romo Group collaborated with Alice Temperley, founder and creative director of Temperley London, to release a collection of wallpapers, pillows, fabric, and trimmings. Wallpapers were launched in 12 different patterns, ranging from animal prints to exotic chinoiserie to botanicals.

• In January 2023, Grandeco Wallfashion Group Belgium NV launched a digitally printed wallpaper collection for its Mural Young Edition. The murals are digitally printed in a printing press custom-made for the company.

Wallpaper Market Report Scope

Global Wallpaper Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the global wallpaper market report on the basis of product, end use and region.

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Vinyl

  • Nonwoven

  • Paper

  • Fabric

  • Others

• End-Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Residential

  • Commercial

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • U.K.

    • Spain

    • Italy

    • France

  • Asia Pacific

    • China

    • India

    • Japan

    • South Korea

    • Australia & New Zealand

  • Central & South America

    • Brazil

    • Argentina

  • Middle East & Africa

    • South Africa

    • Saudi Arabia